Australian-founded hydration brand Phizz launches in home market
Summarised from 2 outlets · Updated 24 Oct, 00:50 · Archive
Hydration tablet brand Phizz, founded by Australians but launched in the UK 11 years ago, is finally coming to Australian supermarket shelves.
Phizz is an electrolyte tablet designed to be added to water to support hydration. It is advertised as a 'three-in-one electrolyte' that also serves as a multivitamin. The product was conceived by Australian entrepreneur Daniel Cray and his two Australian flatmates alongside British neuroscientist Paul Anastasiades whilst they were living in Melbourne. The idea was inspired by the growing popularity of hydration drinks in sport, but the founders wanted to explore the benefits of electrolytes and multivitamins for everyday use.
The co-founders relocated to the United Kingdom to develop and launch the product in 2015. Despite three of the four founders being Australian, the brand never returned to Australia until now. Daniel Cray explained that he and his co-founders 'were also keen to find a way of fusing hydrolytes with multivitamins and used to make our own concoctions'.
The Australian launch came about by chance when Cray met a Woolworths merchandising manager at a friend's wedding in 2024. The chance encounter led to a deal being struck with the supermarket giant, finally bringing the product home eleven years after it was first designed.
How it is being reported
- Aussie-founded hydration brand Phizz to hit local shelves for first timeA product that was dreamt up by an Aussie but launched overseas is finally coming home 11 years after it was first designed.The West Australian · 24 Oct, 00:20
- Aussie-founded hydration brand Phizz to hit local shelves for first timeA product that was dreamt up by an Aussie but launched overseas is finally coming home 11 years after it was first designed.Perth Now · 24 Oct, 00:20
In this story: Daniel Cray · Paul Anastasiades · Jonathan Knight · Rory Simmance-Freemantle · Phizz · Woolworths · Melbourne · Australia
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